According to Envy Gaming, rapper Post Malone has joined the organization as a co-owner, securing “an undisclosed equity stake” in the company. A collective esports and gaming company, Envy owns and operates several teams, including Team Envy, Dallas Fuel of the Overwatch League, and Dallas Empire of the Call of Duty League.
Malone, who grew up in Texas, has been gaming his whole life. “I have always wanted to be a part of bringing gaming into the professional sports world so to be involved with what Envy is doing in my hometown feels like such a perfect fit,” he said. The deal was closed by the rapper’s representatives at London Entertainment Group United Talent Agency and Electric Feel Entertainment.
The 25-year-old hip-hop artist joins a growing number of celebrities who have been trying their luck in the esports arena, including Offset (Faze Clan), Drake (100 Thieves), and The Weeknd (Overactive Media). Last week, NBA star Ben Simmons also added his name to Faze Clan. Malone has gaming experience, however, having served as an ambassador for HyperX. He also streams games like Warzone, Fortnite, and PUBG on Twitch. The rapper, who released Hollywood’s Bleeding last fall, announced via livestream in April that he is working on a new album.
According to Offset, the link between hip-hop and gaming is natural since they both provide entertainment, adding that professional gamers have become icons. “They’ve got great followings, they influence kids, and that’s what I do. It was just organic. These guys are cool,” he told The Verge.
Envy was originally founded in 2007 by Tosh “Stainville” Mcgruder and Skyler “Foreplayy” Johnson as a Call of Duty esports team, originally known as Team EnVyUs. It was incorporated as Envy Gaming, Inc in May 2016. Last October, the organization established their headquarters and training facility at Victory Park in Dallas. The 20,872 square feet includes installations for team training, content creation, player development, and wellness training.
Esports has become a booming industry in the past few years, taking professional gaming from relative obscurity and turning it into a billion-dollar business of teams, athletes, and advertisers. According to Statista, global esports market revenue will reach almost 1.6 billion U.S. dollars in 2023.
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